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Fresh food brand Pitango is rolling out its new, vibrant packaging design across its entire product range as it aims to highlight 'the goodness found in every pack'.

Pitango fits under the Beak & Johnston portfolio of brands, and collaborated with Anthem Australia for the updated design. The bright new look features handwritten typography for its logo, paying homage to the brand’s beginnings, as well as to help denote its natural ingredients.

A window on front of pack is shaped as a bowl to showcase the product and that there is “nothing to hide with Pitango products”.

“We are passionate about our food and ensuring only the freshest ingredients are used and want to show that off,” Beak & Johnston brand manager Hannah McDonald said.

“We also know that bright and vibrant colours is something that helps our customers easily recognise our products on shelf, therefore we have kept our iconic stripes but moved towards a more refined and simplistic design.”

McDonald told PKN that the key with the print was to make the colours rich and the white feel vibrant, modern and clean.

“We explored a lot with colour printing and ended up doing three runs of white to get the desired intensity,” she said.

“The new design was kept simple, clean and easy to communicate, keeping the vibrancy of our brand top of mind.”

The Pitango packaging pouches are fully recyclable in soft plastics, with the rollout of the new design across the product range now available in stores nationally.

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